Market orientation and quasi-integration: Adding value through relationships

This study explores and describes the rationales and approaches of a market orientated supply chain — labeled the “demand chain”. The objective is to develop theory by providing grounded insights into how and why managers design and implement a market orientated supply chain. Analysis of twenty field interviews uncovered three main rationales for demand chain configuration. Further, a continuum of integration typologies is presented and three key responses explored and described. These findings are discussed and implications for theory and practice are offered.